Seòmar agus comataidhean

I refer the member to the answer to question S6W-31682 on 9 December 2024. All answers to written Parliamentary Questions are available on the Parliament’s website, the search facility for which can be found at https://www.parliament.scot/chamber-and-committees/written-questions-and-answers

Scotland is Now was the creative platform that formally launched the Brand Scotland Partnership on 11 April 2018, seeking to establish a new narrative for positioning Scotland internationally that would more effectively challenge certain perceptions that could limit opportunities.

The Brand Scotland Partnership consists of the following organisations: VisitScotland, Scottish Enterprise/SDI, Creative Scotland, Scotland Food and Drink, HIE, Universities Scotland and the Scottish Government.

The Brand Scotland Strategic Partnership is a collaborative initiative that seeks to grow Scotland’s profile with international audiences and increase consideration as a place to live and work, study, visit and do business.

The Scottish Government routinely publishes marketing spend annually and figures for international marketing spend which would all have been delivered as Brand Scotland, can be accessed here: Marketing spend - gov.scot (www.gov.scot)

The UK Government took a decision, following the vote to leave the EU, to require EU/EEA citizens to apply to the EU Settlement Scheme to maintain their right to live, work and study in the UK. The Scottish Government has always been clear that EU citizens should not had to apply to maintain rights they already had. However, given the decision by the UK Government the Scottish Government launched the Stay in Scotland campaign in 2019 to ensure that EU citizens had the advice and support that they needed to secure their right to stay in Scotland. The Scottish Government has provided over £2 million through the Stay in Scotland campaign to third sector and community groups working with EU citizens across Scotland.

The Scottish Government has not specifically activated a campaign called ‘Welcome to Scotland’ but operates a year-round programme of communications that is designed to reach international audiences. The always-on activity works to challenge perceptions and drive up consideration, showcasing who we are as a country, what we value and what we offer in order to attract people from overseas who are interested in moving here to live and work, coming on holiday, undertaking study or doing business.

The Scottish Government routinely publishes marketing spend annually and figures for Brand Scotland expenditure can be accessed here: Marketing spend - gov.scot (www.gov.scot)

International marketing activity undertaken by the Scottish Government as Brand Scotland, is measured by a comprehensive suite of metrics that determine whether the associated SMART objectives have been met. These objectives are set each year according to the purpose of the activity, the level of spend available and the tactics it will use.

They include digital reach through social and digital channels and audience engagement with the content but more importantly additionally consider the strategic outcomes and impact on these audiences, such as perception change or an increase in consideration by target audiences.

In support of the Scottish Government’s broader aims to protect Scotland’s place in Europe following Brexit and mitigate any associated economic, social and reputational damage, an international marketing campaign called ‘Scotland is Open’ was delivered by Brand Scotland in France, Germany and Spain in 2019.

This ‘Scotland is Open’ campaign aimed to promote Scotland as a welcoming and open country to boost positive perceptions of Scotland as a place to live, work, study, visit and do business with in order to build and maintain strong relationships with the EU and member states.

The campaign included video on demand, paid social, OOH digital display and print advertising ran initially from 29 March until 11 April in 2019. The second burst ran from October until 5 November in 2020 and added Belgium to the international markets targeted.

The creative production and media costs for this two year campaign were funded by VisitScotland and Scottish Enterprise/SDI.

The Scottish Government launched the EU Settlement Scheme in 2019 to support EU/EEA citizens, their employers and service providers following the decision of the UK Government to require EU citizens who were residing in the UK prior to the ending of freedom of movement to apply for the UK Government’s EU Settlement Scheme in order to continue living, working and studying in the UK.

The main aim of the Stay in Scotland campaign was to support EU citizens to secure their right to stay in Scotland through the EU Settlement Scheme. The UK Government publishes figures on the number of applications to the EU Settlement Scheme by nationality, region and local authority. The aim of the Stay in Scotland campaign was therefore to maximise the number of successful applications from EU citizens in Scotland.

International marketing activity undertaken by the Scottish Government as Brand Scotland, is measured by a comprehensive suite of metrics that determine whether the associated SMART objectives have been met. These objectives are set each year according to the purpose of the activity, the level of spend available and the tactics it will use.

They include digital reach through social and digital channels and audience engagement with the content but more importantly additionally consider the strategic outcomes and impact on these audiences, such as perception change or an increase in consideration or claimed action by target audiences.

In support of the Scottish Government’s broader aims to protect Scotland’s place in Europe following Brexit and mitigate any associated economic, social and reputational damage, an international marketing campaign was delivered by Brand Scotland in France, Germany, Ireland and Spain in 2019.

This ‘Scotland is Open’ campaign aimed to promote Scotland as a welcoming and open country to boost positive perceptions of Scotland as a place to live, work, study, visit and do business with in order to build and maintain strong relationships with the EU and member states.

The campaign included video on demand, paid social, OOH digital display and print advertising ran initially from 29 March until 11 April in 2019. The second burst ran from 31 January until 4 February in 2020 and added Belgium alongside France, Germany, Ireland and Spain.

As with all marketing campaigns delivered by the Scottish Government, a series of SMART objectives were set to evaluate the performance of the campaign and its impact on perceptions of Scotland, before it began.

Pre and post campaign research was undertaken by research agency BVA BDRC in France, Germany and Spain with four audience groups: potential relocators, students, holiday makers and senior business leaders who would consider doing business.

In just two weeks the campaign activity reached over 80 million people, generating 27% awareness in key markets (France, Germany and Spain) against a target of 10%. The video was viewed over 52 million times, with 25 million of these through to completion, and 8.8 million engagements.

The SMART objectives for the campaign were:

• To achieve 10% awareness of the campaign among live / work / study / visit / business target audiences in France / Germany / Spain by mid-April 2019 Among campaign recognisers in France / Germany / Spain achieve 30% agreement that Scotland is an (i) open and (ii) welcoming nation by mid-April 2019
• Among campaign recognisers, achieve 30% agreement that Scotland continues to extend a warm welcome even in uncertain times by mid-April 2019
• Among campaign recognisers, achieve 20% agreement that the Scotland of today is (i) inclusive (ii) innovative by mid-April 2019
• Among campaign recognisers, achieve a 10% consideration level of Scotland as a place to (i) live (ii) work (iii) study (iv) do business (v) visit by mid-April 2019
• Among campaign recognisers, achieve 3% claimed action as a result of seeing the campaign by mid-April 2019

The campaign significantly exceeded these targets, achieving the following results:

• 34% campaign awareness amongst live/work audiences, 49% awareness amongst study audiences, 30% awareness amongst visit audiences and 33% amongst business audience
• 70% agreement that Scotland is an open and welcoming nation 76% agreement that Scotland continues to extend a warm welcome even in uncertain times
• Among campaign recognisers, 56% considered Scotland to be innovative and 60% considered Scotland to be inclusive
• Among campaign recognisers, positive consideration of Scotland as a place to live and work achieved 39%, as an overseas study destination 44%, as a place to do business 40% and a place to visit 43%.
• 82% of all campaign recognisers claimed to have taken action as a result of the campaign

The draft Islands Connectivity Plan (ICP) Strategic Approach paper said that we would take forward detailed consideration of a number of fares proposals.

The consultation and engagement report and our initial responses were published on 3 September and are available at Islands Connectivity Plan | Transport Scotland.

These outputs will support the finalisation of the ICP which will set out our plans for taking forward ferry fares policy. Further updates will be provided in due course.